Who are the best and toughest front offices to deal with in the NHL? Which owners are known for giving players what they need? What does the league need to do to improve?

Asking players these questions can yield some pretty good results, but there are limits to that approach. Players have relatively limited exposure to organizations outside their own. And some shy away from expressing controversial takes — even anonymously.

Want an unvarnished opinion on all things NHL? Talk to an agent. Agents often represent several players, whose employers span multiple teams and divisions. They spend their days talking to players, other agents and NHL general managers. And they’re experts on the business side of hockey.

Over the past several months, The Athletic polled 19 agents, who combine to represent hundreds of NHL player contracts, on 10 key questions facing the league and its future. Agents were granted anonymity to encourage honest and candid answers.

1. What is the area the NHL can improve the most?

What’s holding the NHL back? Mainly marketing, agents said.

The bulk of responses centered around the league’s perceived failings when it comes to selling the game and its star players, bringing in new audiences and growing hockey-related revenue (HRR). To be fair, though, all agents were polled before the recent 4 Nations Face-Off, which was a grand success for the NHL and the NHL Players’ Association.

“The NHL has a compelling product, it’s the most exciting live experience of any of the major pro sports,” one agent said, echoing the majority of respondents. “Yet (the folks) running the league seemed content for decades to be focused more on fighting the players over using them to grow the game.”

“This is where the NBA has probably done a better job than us and the NFL is hitting on all cylinders,” another said. “Just using the crest and the trophy is not enough anymore.”

One agent, however, noted a hurdle faced by the league in promoting player personalities: the players themselves.

“I would like to say ‘selling their players better,’ but the guys are so humble, it’s hard to sell them,” the agent said. “Other sports leagues do that better, but their personalities are bigger.”

Meanwhile, more than one agent highlighted the NHL’s problem in getting the games in front of viewers.

“We’re missing the opportunity to expand the game to a more casual fan,” one said. “We haven’t quite unlocked what the key is to bringing the live experience to TV in a better way. If you watch old games from the ’60s or ’70s, they’re kind of shot more or less the same way as now.”

How the league sets up the schedule and its key events drew criticism as well. Here are some other areas in which agents feel the league could improve:

On the playoff format: “I wouldn’t mind them going back (to) 1 seed vs. 8 seed instead of the divisional stuff. There’s got to be incentives to having great regular seasons. Same matchups every year in the playoffs.”

On expanding the playoff field: “The league continues to grow and it sounds like we’re going to continue to grow beyond the 32, so I’m really surprised the owners haven’t pushed this for their own selfish reasons. For certain markets, it would create hope right to the end.”

On scheduling: “With the 4 Nations, Olympics, the World Cup — I think the PA, the league have failed the players, the fans, the owners instead of really understanding the wear and tear it has on the product.”

On scheduling: “I’d like to see staggered start times, and I don’t know how we go three or four nights with literally no games or one or two and then all of a sudden everybody plays.”

On player safety: “My thing here lately is the inconsistencies with player safety. For some things that go unpunished and some things that do, I can never get a read on what they’re doing or thinking. Some of these things that should be suspensions and certainly significant fines, they slip by. There’s no punishment. And others that are borderline, there’s heavy stuff. There needs to be a consistent standard.”

On the de-centralization of the draft: “I hate (the change). It’s a big thing for that city to have. I think the draft is an amazing thing.”

The answers in this category offer more evidence of how far the NHL has come in the Sun Belt.

On-ice success is, of course, a big factor here, but so are other areas. Atmosphere, culture and leadership matter a lot, too.

“You have to look at Tampa with the way the owner’s very good at being hands-off,” one agent said. “(Owner Jeff Vinik) sat back, hired the best people and let them do their jobs.”

“Tampa is awesome,” echoed another. “Players want to be there. They’re buying houses there and spending post-career there.”

For similar reasons, the other Florida team ranks high on agents’ lists.

“(The Panthers) are in sync and connected between ownership and management,” an agent said. “They turned things around in short order with (GM) Billy Zito going in there. They’re fair. They’ve developed in short order to become a destination. Those guys take less to go there because of the tax advantages down there.”

In Vegas, one of the league’s youngest franchises has quickly gained a reputation for winning — at all costs.

“They’ve been consistently competitive,” an agent said. “They don’t hesitate to do whatever it takes, although it may be cold-blooded at times to improve the franchise. But if you’re rating them on their ability to execute on a game plan, I think from Day One they’ve been pretty impressive.”

The Dallas Stars also received credit for on-ice success.

“From top to bottom, their scouting is outstanding, their development is outstanding. Obviously management,” an agent said.

Added another: “They’ve just found so many players. And frankly they’re really good people.”

One somewhat surprising entry here might be the Jets. One agent praised the team for on-ice success in the face of attendance and business concerns.

“They are able to draft, develop very well,” an agent said. “The West is a beast, but I’m impressed, for a smaller market, how they’re able to operate.”

The Maple Leafs, on the other hand, received credit on the business side in spite of on-ice struggles (at least in the playoffs).

“I think they’ve outdone the Rangers. They’ve outdone Boston. They’ve outdone Montreal,” an agent said. “So I’ve got to give them their due as far as growing revenues in this business and running it like a corporate enterprise.”

Several agents struggled to limit their answer to just one team, so 25 of the NHL’s 32 teams received at least one vote.

In this category, words like “reasonable,” “accessible” and “honest” carry a lot of weight.

That’s the case when it comes to Tampa GM Julien Brisebois.

“Julien’s pretty straightforward,” one agent said. “Very accessible, easy to deal with. Player-friendly.”

“They don’t mess around,” added another. “I like JB.”

It’s the case with the Wild and GM Bill Guerin, too.

“Bill Guerin’s reasonable and easy to deal with and easy to have a conversation with,” an agent said. “Very honest.”

“Billy G’s always fair,” added another.

Minnesota and Guerin also received credit for staying competitive in the face of salary cap-related issues over the past several seasons.

“It’s truly amazing how competitive they’ve been the last three years spending $13-$15 million less than anyone else. Imagine if they could have fielded full rosters.”

People love Jim Nill in Dallas.

“Classiest, most honest guy in the league,” said one agent.

Some agents noted a desire to deal with former player agents, such as Zito of the Panthers.

“I like dealing with Billy Zito. He’s been on both sides of it,” one said.

Canadiens GM Kent Hughes is another former agent. His partnership in Montreal with front-office veteran Jeff Gorton was a highlight for one agent.

“Kent Hughes is a very charming guy, and right into it. Jeff Gorton and him, I met with those guys, they were like two brothers fighting when I talked to them. They’re funny. To actually rebuild is hard. They’ve done a nice job over there. They’re on the right track.”

Interestingly, the Ducks and Islanders — Nos. 1 and 2 in this poll’s “most difficult to deal with” category, respectively — each drew a mention here.

“I know it’s a crazy thing to say, but I have such trust in dealing with Lou,” an agent said of Islanders GM Lou Lamoriello. “He’s so honest. What he says is what he means, and vice versa.”

Another agent felt similarly about the regime in Anaheim: “I like the old-school, straight-shooting guys.”

As most agents quipped at first, “This would have been easy a year ago — Arizona. Poor Billy (Armstrong) had his hands tied, but the rest was unstable as hell. Not anymore in Utah.”

Forced to choose a new answer, most agents picked Buffalo due to more than a decade of struggles.

The Sabres haven’t made the playoffs since 2011. They haven’t won a playoff series since 2007. They’ve been rebuilding for what seems like forever. And they’re currently holding down last place in the Eastern Conference.

“Buffalo has just decades of mediocrity and is just a mess,” one agent said.

Multiple agents brought up Anaheim: “The Ducks are not run well enough and are so difficult to deal with.”

The Blackhawks garnered votes here for a perceived mismanagement of their rebuild so far — especially after adding Connor Bedard.

“When you got it all, you’ve got to run it like you do. I don’t think they have a plan,” one agent said. “It should be getting done right. For what they’ve been given, Chicago and Detroit are the biggest letdowns. They’ve been given the keys to the kingdom, but my gosh.”

Two agents wondered about the Yzerplan in Detroit.

“They’re really unstable,” one said. “There’s no plan, although they may say there’s one.”

One agent questioned the strategy in Nashville.

“They spent $108 million on free agents this summer — older free agents, but yet they just have five first-round picks just sitting there and not developing. So what’s the plan? What’s the direction?”

One agent described the Ducks front office as something of a throwback.

“When I started, everybody was angry and telling you to go f— yourself,” one agent said. “So I kinda miss that. Anaheim, personality-wise, they’re tough. (GM Pat Verbeek) is cranky and runs the show himself and (assistant GM Jeff Solomon) is a grinder. I like those two guys, but tough. I appreciate when they’re a–holes.”

“Verbeek is ridiculous. He draws lines in the sand and sticks by it irrationally,” one said.

“The guy that makes Anaheim tough is Jeff Solomon,” another added. “He does all their contracts. Something as simple as doing entry-level deals … there’s always something they nickel you.”

A so-called old-school mentality was a theme here. So, no surprise that the New York Islanders, with a front office led by the eldest statesman of NHL GMs, fall into the category.

“They’re the biggest pain in the ass to deal with,” one agent said. “A lot of old-school people, and (Lou Lamoriello) has no ability to let someone else have responsibility. It’s all through him, and every conversation is draining.”

“I respect the Islanders, but Lou definitely holds tight,” an agent added. “When he locks in his heels, he locks in his heels.”

Complaints about Carolina, which tied for second here, centered on owner Tom Dundon’s management style.

“It’s dysfunctional how the owner micromanages everything,” an agent said.

But for the most part, answers in this category came down to how tough a front office was perceived to be in negotiations.

An agent on the Golden Knights: “(GM Kelly McCrimmon) is a tough customer.”

And on the Predators: “Nashville is like pulling teeth dealing with them on contracts at all levels.”

Tampa’s Jeff Vinik has found a winning formula — on and off the ice.

“I think he’s done a wonderful job,” an agent said. “He walked in there and turned the franchise around. First-class all the way. I mean, just look at what the area around the rink used to be like compared to now. He’s got to be one of the best owners in sports.”

Another agent put it simply and enthusiastically: “My players say he’s the best owner ever.”

Added another, “That guy gets it. He got it from Day One. He’s done all the right things and hired the right people and stayed out of it, but also done all the things that he needed to do for the market.”

With all the answers here, high rankings go to owners who have deep pockets and are perceived as willing to spend.

That’s the case in Toronto, one of few NHL teams with a corporate ownership structure rather than an individual owner. Agents appreciated MLSE’s willingness to spend on more than player salaries.

“They have the money to basically do whatever they want,” one noted. “They treat their players great.”

“There’s no cost spared with the Leafs,” added another. “If you need an MRI, they’ll get you 35 of them.”

How about the new guy? Utah’s Ryan Smith isn’t new to sports ownership (he has owned a majority stake in the NBA’s Utah Jazz since 2020) and he’s already garnered at least one solid review in his debut NHL season.

“He’s new, but a $3 hot dog, $3 water, $3 pop? It feels like he’s part of the people. He’s the new wave.”

Carolina Hurricanes owner Tom Dundon ran away with this category — something that could raise some eyebrows, given the relative success of his organization.

What’s clear from agents’ comments is that this isn’t really about any specific business decision or issues with spending (a more common sentiment the last time we did this exercise in 2022). It’s more about Dundon’s communication and leadership style, with several describing him as overly involved.

“I don’t know how he has the time or the energy. He’s the de facto GM,” one agent said.

“A lot of people in our business hate it that Tom is so f—ing involved, and he is basically the manager and he has a lot of strong opinions, too, and he’s not afraid to tell all of us privately those opinions.”

“His GMs and assistant GMs … have to ask him permission for anything,” added another.

The idea that the owner’s involvement is affecting the culture was raised several times.

“They’ve got some smart people there, but you just feel their culture by not even working there, just being around it. And it’s not a great one.”

One agent joked: “The worst part of Dundon lapping the competition here is he’s probably proud of it.”

Buffalo’s Terry Pegula took the second spot in this category, but the comments were more focused on a perceived lack of involvement — and a lack of on-ice success.

“Buffalo has swung and missed a lot,” one agent noted.

“He has not done anything,” another said of Pegula. “He’s in left field.”

One agent said a lack of involvement was reason for the Ducks’ Henry Samueli to earn votes, too. “Ownership that isn’t involved when they should be frustrates me. Like, get involved.”

“Whatever the f— he wants.”

That pretty much sums up the general feeling on this one.

When Connor McDavid’s current deal expires after the 2025-26 season, the question isn’t whether he’ll become the highest-paid hockey player of all-time; it’s how much he will make.

The current CBA limits a player to 20 percent of a team’s salary cap. With the cap expected to jump above $100 million for the first time as McDavid’s deal expires, could he be the league’s first $20 million man?

“McDavid should make the max. It’s imperative that he does,” one agent said. “He’s the best player in the league. With that carries the obligation to be paid the highest amount possible, end of story.”

“He’s worth every penny at 20 percent,” another added.

“That guy better get 20 percent of the upper limit,” said another. “He’s by far the best player in the game and will be for awhile and should lead the charge. Our whole league works towards a ceiling, and he should be it.”

Some noted the need to balance a desire to get paid and the desire to win.

“He’s got to decide if he wants to win or not,” one agent said. “He has every right to ask for 20 percent and then go backwards.”

“I would suggest it’s going to be whatever Connor McDavid decides is most appropriate,” another agent said. “I’m sure a lot of people know this, but when he did his last contract, the night before he signed it, he called and took a couple million right off the top because he felt he was taking too much money and they needed more to be able to build the team.”

Another agent noted that McDavid’s contract will need to compare favorably to the eight-year, $112 million extension signed by Oilers teammate Leon Draisaitl in September, which carries an AAV of $14 million.

“I think Connor realizes Stanley Cups are the most important thing, but obviously Leon’s contract’s out there, so I would say a million dollars more than Leon.”

Another agent agreed on that ballpark.

“I’d say 15 percent of the cap, because you need to leave 5 percent cushion for the team to have money to spend to win,” the agent said. “I think that’s fair. Because if the cap goes to $115 million, that’s $15 or $16 million.”

7a. What is the biggest issue in the next CBA negotiations?

The current collective bargaining agreement expires after the 2025-26 season, and the NHLPA and NHL appear confident a deal will be reached amicably.

“I think we are in a good place in terms of our collective bargaining relationship, in terms of our overall relationship,” NHL commissioner Gary Bettman said ahead of the opening game of the 4 Nations Face-Off.

Indeed, many agents are hopeful the next round of negotiations will feature less animosity than we’ve seen in the past.

What are the big issues likely to arise?

“I hope none,” said one agent. “I hope we’ve ironed them out. We’ve had enough battles in my life — over 30-plus years as an agent. We don’t need a battle.”

Still, this question yielded an array of concerns on agents’ minds. Most of them center around money — and exactly how it is divided between owners and players. Several agents noted, for example, that players should get a piece of expansion fees.

“If it’s going to be a real 50-50 partnership, it should be in respect to everything, and I’m not just talking expansion fees,” one agent said. “I’m talking more along the lines of all the insurance and everything that all comes out of the player’s share. Those expenses should be 50-50 as well.”

Escrow came up with nearly half the agents.

“It’s always escrow,” an agent said. “Escrow will be fine as long as HRR keeps going upwards. It’s just making sure HRR continues to grow so everyone can share and it doesn’t rear its ugly head again.”

But a falling Canadian dollar had some worried about the potential hit to HRR.

“The problem we’re having with the Canadian dollar that’s going to be a huge issue because HRR is driven by Toronto, Montreal, Vancouver — they contribute so much. I think we’re going to be into another pickle a couple of years from now.”

Others had thoughts on adjustments to the salary cap.

“(There should be a) luxury tax for teams that want to spend over the cap,” one said.

Another added there should be focus on keeping the cap floor at a sufficiently high level: “I feel like as the cap goes up you’re going to have more and more teams having self-imposed budgets, so that’s a concern.”

7b. What’s an under-the-radar issue that should be addressed?

This was another question that drew a wide array of responses.

The idea that tax regimes in certain markets make teams more or less desirable to players was raised more than once. Is there a better way?

“The cap should be set off teams with no state tax,” one agent said, echoing a few others. “Meaning Wild or Rangers or whoever could spend their percent difference to that of Vegas. Even (the) playing field.”

Not everyone agreed, though.

“That’s a thing I’m sick of hearing about,” an agent countered. “Nobody was talking about this 15 years ago when the Panthers were terrible. It’s complete bulls—. That’s not why players go there. They go there to win.”

Here were some other popular talking points:

On travel: “Cross-conference travel and rivalries. I think they should add an extra in-division game or two in their conference rather than, say, Tampa go to Vancouver. That travel is so taxing and they don’t draw well.”

On new CHL-college rules: “I think there will be a lot of discussion about the four-year college free agency thing. Teams hate that. Agents love it where the guys can basically walk after four years. I think there’s going to have to be a lot of modification based on the CHL-NCAA changes just to try to get people on some sort of level playing ground.”

On signing bonuses: “The signing bonuses haven’t even kept up with the cost of living expenses. If you’re a rookie in New York and told to get an apartment, you’d rather stay in the hotel for three more months. To me, Connor Bedard making a $95,000 signing bonus is crazy. That’s the same as a college free agent. I go to Hawks games and there’s 16,000 Bedard jerseys. Maybe there should be an exception for first-round picks.”

On player safety: “The player safety department needs to be overhauled.”

On waivers: “That entry-level players have to wait so long before they’re eligible to be put on waivers. I think a team should have two years to assess the talent of a player and develop them.”

“Good players getting trapped in the minors for too long.”

It’s not entirely surprising that an overwhelming majority of agents are in favor of expansion.

After all, as one agent put it, “More jobs. Agents would always be for that.”

“I want the NHL to go to 40 teams. Forty-five teams,” another added. “The more the merrier. If we get to 50, I’d be thrilled.”

Some did note, however, that the league should be careful not to dilute the talent pool.

“I don’t think there’s enough good players to expand,” one said.

Most disagreed, arguing more opportunity will result in more stars.

As for where the NHL should go next?

“Going to strong TV markets is the low-hanging fruit and most important element, so Houston makes the most sense,” one agent said.

“Add teams in the U.S. Avoid the Canadian dollar,” another said. “Add Houston and Atlanta, and then realign. Why’s Utah in the Central?”

Here’s what agents had to say on the options:

On Phoenix: “Phoenix can work with the right owner and building. Utah, you see how much difference ownership makes right off the hop. It changed almost immediately.”

On Houston: “Fourth-biggest market in the U.S., and it never gets mentioned. It’s a no-brainer.”

On Quebec City: “I have no idea why they’re not in the league if Winnipeg is.”

On Quebec City negatives: “I don’t want another Canadian city; we need to generate revenue.”

On Atlanta: “Bad ownership plagued them last time. Horrible ownership actually, so find the right group and location, it could work.”

On Atlanta negatives: “F— Atlanta. We’ve tried that a million times. There’s no way.”

On Atlanta negatives: “I’ll believe this Atlanta stuff when we see it. We’ve been there twice. They seem to think it’ll work a third time. We’ll see.”

On Kansas City: An agent pointed to the NFL’s Chiefs as an example. “Maybe they can get that market.”

On Toronto: “I think it’s the most insane thing in the world that there’s not two teams in Toronto. It’s crazy.”

Several agents described the current NHL schedule as a “grind.” Adding more games is unpopular.

More teams having a shot at the postseason, though? There might be something there.

“I would probably be in favor of some play-in games,” one agent said. “I think it’s worked well in baseball and it’s been good for TV and would be good overall for HRR.”

Another added, “It’s so hard to make the playoffs, so if we can take the teams that were like one regulation loss away from making it, I think that’d be fun.”

Still, there were several who emphasized that the schedule is too long as it is.

“There’s too many games. If anything, I would reduce the number of games,” one of eight agents who responded “no” said.

A main target for reducing the workload: the preseason exhibition schedule.

“The exhibition situation has been so poorly run,” an agent said. “It’s so imbalanced. There’s really no rhyme or reason to it. Most teams, at most, really have one spot you can fight for in training camp if everybody’s healthy.”

One agent said the season needs to start and end earlier.

“Yes (to adding regular season games), but no more than two games and as long as the exhibition season gets cut down to balance it out. And the Stanley Cup needs to be awarded no later than the first week in June. Why not start the season Sept. 15?”

Seventeen GMs-in-waiting garnered votes as the one to watch — including two agents who selected themselves.

Advertisement

Penguins assistant GM Jason Spezza received the most mentions, though.

“From the very beginning, even when he was in his last year as a player, he had a thirst for knowing everything he could learn,” one agent said. “He’s very, very thorough in everything he does and is learning every part of the organization. Kyle (Dubas) gave him access to everything in Toronto and now Pittsburgh. Jason approached it like he did everything else – just 100 percent.”

Another member of Dubas’s front office was praised by one agent: Vukie Mpofu, the Penguins’ director of hockey operations and legal affairs.

“One of the sharpest, committed and genuinely good young people. He’s a star,” the agent said.

In the two-vote club, Leafs AGM Brandon Pridham and Panthers AGM Brett Peterson stood out.

Advertisement

“I think he does a lot of work and doesn’t get a lot of credit,” an agent said of Pridham. “He’s quiet, but I think he’s done yeoman’s work there for a lot of years and doesn’t necessarily get on people’s radar.”

Another said of Peterson: “Former agent. He’s very smooth, very smart. He’s in tight with USA Hockey, well schooled by Billy Zito. He’s an impressive guy.”

Speaking of former agents, Canucks AGM Émilie Castonguay — the first Canadian woman ever certified as an agent — received a vote.

“She’s a strong presence. Smart and has the right edge,” an agent said. “Not only does she have a strong legal education, she has navigated the game from all sides, player-agenting and managing. She’s a skilled communicator and strategic thinker.”

(Illustration: Will Tullos / The Athletic)
(Photos: Patrick Smith, Jeff Vinnick, Richard T. Gagnon, Bruce Bennett, Chris Tanouye / Getty Images)

Advertisement